Hundreds of NYC Taxis Are About to Go Programmatic Thanks to a Funding Boost From Google

Investment brings Firefly's total to more than $51 million

New York’s taxi-top ads have been in vogue since the 1970s. Now, Firefly wants to give them a tech-forward twist.

The company is mounting 300 of its programmatic screens atop the city’s taxis, ride-shares and delivery vehicles starting June 1. The move comes courtesy of a $30 million funding round announced today and led by GV, the venture-capital investment arm of Alphabet, which brings the company’s current funding to roughly $51.5 million. Firefly also said it’s acquiring the operations of NYC taxi toppers Strong Outdoor along with the latter’s contract with the Metropolitan Taxicab Board of Trade (MTBOT).

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